Neuromarketing nielsen webinar july11
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Neuromarketing: Understanding the Subconscious Drivers > NeuroFocus, The Nielsen Company > By Caroline Winnett, CMO and Andrew Pohlmann, Managing Partner.

Neuromarketing: Understanding the Subconscious Drivers > NeuroFocus, The Nielsen Company > By Caroline Winnett, CMO and Andrew Pohlmann, Managing Partner.

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Neuromarketing nielsen webinar july11 Presentation Transcript

  • 1. Neuromarketing:Understanding theSubconscious DriversCaroline Winnett, CMOAndrew Pohlmann, Managing PartnerNeuroFocus, The Nielsen Company
  • 2. Today’s NeuroFocus presenters Caroline Winnett Chief Marketing Officer, NeuroFocus Caroline Winnett received her MBA from the Haas School of Business at the University of California, Berkeley. She went on to found Albany Associates, providing marketing services to corporate clients. Subsequently, she was Publisher of Wilderness Press and Chief Marketing Officer for BoardVantage. She sits on the boards of three California corporations and is the co-author of Corporate Governance: Five Easy Pieces. Andrew Pohlmann Managing Partner, NeuroFocus Prior to joining NeuroFocus, Andrew served in various senior leadership roles at JP Morgan Chase, Washington Mutual, Citigroup and Alticor specializing in corporate strategy, product development, business development and marketing. He was a Partner with Meridian Consulting, and his focus has spanned various industries assisting both institutional and consumer clients in the Americas, Europe, Asia and the Middle East. Andrew also helped launch BoardVantage, the leading web-based communication platform for corporate boards. 3 Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 3. Uncovering the subconscious link between“on-shelf” and “in-basket” 5 Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 4. Up to 90% of purchasing decisions are made subconsciously 6 NeuromarketingCopyright © 2011 The Nielsen Company Confidential and proprietary
  • 5. 7 dimensions of the shopper experience INFORMATION COMMUNITY INTERACTION SHOPPER EXPERIENCE SELF WORTH ENTERTAIN-MENT SIMPLICITY EDUCATION 7 Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 6. Duke/Stanford StudySubconscious impact on purchase behavior Duke/Stanford Study: Can non-conscious activation of a goal influence buying selection behavior at a later point in time? 8 Tanya L. Chartrand et al., “Nonconscious Goals and Consumer Choice,” Journal of Consumer Research 35, no. 2 (8, 2008): 189-201. Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 7. Duke/Stanford Study“You notice that it is time to throw away your cotton crew socks and buy new ones. Consider these two options:” Nike at Hanes at $5.25 for 1 pair $6.00 for 2 pairs 9 Tanya L. Chartrand et al., “Nonconscious Goals and Consumer Choice,” Journal of Consumer Research 35, no. 2 (8, 2008): 189-201. Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 8. Duke/Stanford StudyImpact on consumer choicePERCENTAGE CHOOSING THE HIGHER-PRICED NIKE SOCKS100% 80% 60% 48.0% “… none of the respondents correctly guessed the general 40% purpose of the study or 19.2% believed that incidental 20% exposure to words might have altered their choice.” 0% Prestige prime Thrift prime 10 Tanya L. Chartrand et al., “Nonconscious Goals and Consumer Choice,” Journal of Consumer Research 35, no. 2 (8, 2008): 189-201. Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 9. Neuroscientific methods to determinesubconscious drivers 11 Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 10. up to 64 sensors collect data eye-tracking and 2,000 times every second pupillometry pinpoint fully capture activity across hot zones all brain regions neuroscience applied to marketing GSR (galvanic skin response) confirms emotion high resolution EEG 13 measures brain response Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 11. ATTENTION sustained focus and shifts in focus over time MEMORY formation and strengthening of connections in long-term memoryEMOTIONintensity of emotional 14engagement Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 12. PERSUASION / PURCHASE INTENTindicates a likelihood of attitude orbehavior change market performance indicatorsNOVELTY AWARENESSindicates something is new indicates something isand worth remembering understandable and 15 comprehensible Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 13. Measuring deep subconscious response STEP 1: STEP 2: STEP 3: BASELINE POST STIMULI RESPONSE EXPOSURE TO STIMULI RESPONSE BASELINE BRAINWAVE P-300 RESONANCEMEASUREMENT OF MESSAGE CONFIRMS MESSAGE OR ATTRIBUTES OR BRANDS BRAND ASSOCIATION 16 Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 14. Three distinct measurements enhancetraditional measurement Mobile EEG Video Realistic 3D Testing On-site Off-site Simulator 17 Neuromarketing 17 Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 15. NeuroFocus insights for Retail & ShopperMarketing BRAND PRODUCT PACKAGING IN-STORETesting brand Understanding an Understanding In-store displays,performance individual’s package design merchandising, sensory response and performance. and circulars to a product 18 Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 16. Getting to ROI: Case studies 19 Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 17. Neuro-design to improve shelf performance BEFORE AFTER 20 Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 18. Brain insights drove new designSilver foil used only around edges Clear bottle: beer is visible Lime flavor Harmonious choice of showcased fonts (two fonts vs. three) Name visible on 21 Uniform image behind text back of bottle Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 19. Immediate marketplace traction Lift from introduction of neuro-designed bottle0.0-0.1-0.2-0.3-0.4-0.5-0.6 New bottle introduction-0.7 Share Point change Volume % change 22 Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 20. Marketplace validation – groundbreakingstudy of in-market effectiveness andpre-test effectiveness Correlation between in- market effectiveness and NeuroFocus metrics is 85% 23 Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 21. Practical applications of Neuromarketing 24 Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 22. Curves attract. Sharp edges repel. Deliberate use of spikes to visualize the pain of arthritis 9 25 2010 © NeuroFocus, Inc. All Rights Reserved. Neuromarketing Confidential and Proprietary. Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 23. In-store: Boost purchases by engaging senses • Multi-sensory experiences stimulate many regions of the brain and greatly enhance the shopping experience. • Look beyond the usual visual elements to consider the impact of touch, taste, smell and sound. 26 Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 24. In-store: Round the edges 27 Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 25. Packaging: Connect what’s outside withwhat’s inside Subconscious desire for continuity linking product at hand with the place/ingredients/contributors from which it is made Brand attributes enhanced by information — knowledge of source equates to sense of quality 28 Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 26. On-shelf: Place products in environmentsreflecting how they will be consumed 29 Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 27. Display: Showcase the productcharacteristics Appropriate materials enhance the characteristics of the products or displays. Natural-looking materials are especially important for food product displays. 30 Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 28. Mirror neuron activationWomen respond strongly to images of people interacting 31 Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary
  • 29. Key Takeaways• Neuromarketing can be used to complement traditional research and marketing approaches• Understanding subconscious factors can identify hidden and substantial improvements in the shopper experience• Engage the senses to improve shopper engagement and purchases• Align package design with emotional drivers to improve on-shelf product performance• Display products in their environment of use to increase purchase potential 32 Neuromarketing Copyright © 2011 The Nielsen Company Confidential and proprietary